John Kennedy, VP-corporate marketing, IBM Corp.

“Going into 2012, we'll continue to expand and extend our "Smarter Planet' platform—we're going into our fourth year—and look to use that as a way to help enterprises understand how the power of data and interconnecting systems can help them become more competitive in today's world and economy, and also how those same things can help make the world work better. That is the primary priority for next year.”

Eduardo Conrado, senior VP-CMO, Motorola Solutions

“We're going to build on the brand framework that we launched in 2010 and 2011 based on our purpose. As we extend it, a couple of key areas we're focusing on: One is solutions marketing. We have a broad portfolio, and one of the competitive advantages we have is how do we weave the portfolio into a solutions story for our customers. The other one is sales enablement. I think you're going to see that in 2012, more and more of the marketing and sales teams will be working together, so we're partnering up with our chief sales officer on how do we enhance our capabilities in terms of direct sales and the channel.

Tom Haas, CMO, Siemens Corp.

“We're working a lot on content integration, specifically how we can integrate content across different platforms, particularly online and offline. That's very important to us. We're also looking at some social media training for our executives and other managers to ensure that we're using the Web appropriately and give them some tools to engage.”

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Dan Collins, VP-corporate communications, Corning Inc.

“At Corning, what we're looking to do is extend the knowledge base of our component products, such as Corning Gorilla Glass, into the consumer electronics marketplace. We're also trying to build out a reputation of Corning as a global provider of technology solutions. We launched a marketing program last year that enabled us to begin that process, and we'll continue that in 2012.”